ecommerce content marketing for seo
TRANSCRIPT
ECOMMERCE CONTENT MARKETING FOR SEO
ROSS HUDGENS, FOUNDER, SIEGE MEDIA
@ROSSHUDGENS HTTP://SIEGEMEDIA.COM
Get the Deck:
bit.ly/ross-mivacon
About Me
Founder, Siege Media.
We are a content marketing
agency in San Diego, CA
with a speciality in SEO.
http://siegemedia.com
@rosshudgens
Content marketing
is growing.
Businesses are
publishing more than
they ever have.
Ecommerce
investment is only
going to increase.
http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf
Unfortunately, creation
doesn’t mean success.
More likely, most of the
people ramping up heavily
will end up hurting.
With content
development –
especially for SEO –
you can’t hit publish
and expect traffic.
@ROSSHUDGENS
Specific to SEO, the reality is still that
content that drives SEO success
needs a tie-in to links.
Backlink
correlation at
0.31.
http://searchmetrics.com/wp-content/uploads/seo-ranking-factors-2014.png
On the other hand, if your
ONLY focus is links, you’ll
probably fail, too.
@ROSSHUDGENS
STEP 1:
CONTENT
CREATION.
The most powerful
application of content
marketing in Ecommerce is
top of the funnel, search
driven content.
http://www.rei.com/learn/expert-advice.html
@ROSSHUDGENS
Combine content that can drive
links with top-of-the-funnel
search volume to explosively
grow your business.
Stand Up Paddle Boarding for REI:
18.8k Estimated Searches/Mo to Page
53 Unique Linking Root Domains
http://bit.ly/rei-paddle@ROSSHUDGENS
REI Growth From Search:
Not bad.
Do Top-of-the-Funnel KW Research in SEMRush.
@ROSSHUDGENS
Verify Linkability of the Topic Using OSE.
If 2-3 URLs ranking in the
top 3 have 20+ links, you
have a linkable subject.
@ROSSHUDGENS
Insert URL Ranking #1 Into SEMRush to
Determine True Search Potential.
23,400 total searches &
$28.3k value for a
“camping list” topic.
http://bit.ly/rei-camping
Use Skyscraper Technique to
improve on the current content
ranking #1 for your topic.
http://backlinko.com/skyscraper-technique
Unfortunately, not every industry has a ton of
top-of-the-funnel SEO driven opportunity.
We can teach them how to
personalize products.. so
they don’t buy from us.
Maybe not the best idea.
@ROSSHUDGENS
If you focus on the flywheel, there’s still lots of
SEO benefit to be had from content marketing.
http://bit.ly/rand-flywheel
Every piece of content you put
out should have secondary
KPIs besides links.
http://thinkgeek.com/blog/
In ecommerce, the most
valuable one for you is almost
always email signups.
http://thinkgeek.com/blog/
You should also have easily
accessible links to all your
social accounts on your blog.
Other Suggestions:
Include related
products in
sidebar/below post.
eUse an email CTA in
the sidebar with a
compelling
offer/discount code
for signup.
(Good) Infographics are a
great way to engage
audience/earn links.
e
They do especially well in
ecommerce because tall images
perform better on Pinterest.
http://www.siegemedia.com/embed-code-generator
By using an embed code
for infographics, you lower
posting friction.
http://bit.ly/guide-to-gcs
Create marketable surveys
using Google. Can cost as
little as $100 to make
marketable content.
Combine infographics and surveys
for improved distribution.
Curate data from multiple sources
to create a reputable ranking.
Reach out to people who won.
@ROSSHUDGENS
Build native images for
improved distribution on
each social network.
On April 21st Google’s
Mobile Update is coming –
make your content mobile-
friendly, or lose traffic.http://bit.ly/april-21
STEP 2:
CONTENT
PROMOTION.
@ROSSHUDGENS
Hitting publish and
sharing on ineffective
social accounts is not a
distribution strategy.
@ROSSHUDGENS
Every piece of content
should have a distribution
plan, and defined success
metrics.
@ROSSHUDGENS
On our blog, we define
per post success as 100+
Twitter shares, which
greatly informs macro
goals of more leads,
links, and organic traffic.
What distribution
options do you have to
get the results you w
If not existing social profiles, what are your
distribution options as an ecommerce company?
@ROSSHUDGENS
Dark Posts
It’s possible to get
CPC to .01 if you
connect with a “node”
(person connected to
many like minded).
http://bit.ly/fb-dark-posts
StumbleUpon Ads
Low engagement, high
pageviews. Best for visual
content. CPV can be .03-.08.http://bit.ly/su-ads
StumbleUpon Advertising
Promoted Pins
In early stages, must
apply for access.
Average CPC varies
between .15-25 in
limited sample.
Best for tall images
that lead to full post.
https://ads.pinterest.com
http://bit.ly/outreach-bp
Email Outreach
To generate high end
placements like this,
you need to do
(consistent) email
outreach for your
content.
StumbleUpon Ads
Delicate platform for
distribution, but big potential.
Must be 100% sure you are
good fit or risk ban. http://bit.ly/reddit-su
Reddit Submissions
StumbleUpon Ads
High CPC ranging from $.25
to $.35, but can generate a
lot of traffic. http://bit.ly/tab-out
Content Recommendation Services
WARNING:
Paid distribution can be worth it if
you hit multiple KPIs (signups,
follows, etc). If you only have one –
links – you’re unlikely to see ROI.
Content Marketing is a Process.
@ROSSHUDGENS
You probably won’t get it right the first time.
@ROSSHUDGENS
But with work, you’ll slowly start getting better.
@ROSSHUDGENS
And when it clicks, amazing growth is possible.
@ROSSHUDGENS
THANK YOU! QUESTIONS?
ROSS HUDGENS, FOUNDER, SIEGE MEDIA
@ROSSHUDGENS HTTP://SIEGEMEDIA.COM